Course Outline

International MarketingSemester: 2nd 2015

Class: MBA 1.5 2nd Semester Class Room: As per Time TableClass Timings: As per Time TableInstructor: Muhammad Umar Hayat AbbasiEmail: umar-abbasi@hotmail.com

INTRODUCTION

The Marketing function can no longer be demarcated across national boundaries; instead marketing is an international and global phenomenon that needs to be seen in the context of the global economy. Marketers need to understand global marketing and the various global forces that impact the marketing of goods and services. This course stresses the importance of understanding cultural differences as well as ethical issues in global marketing.

Learning Objectives

To inculcate an appreciation of global marketing practices, including ethical and socio-cultural considerations

To understand how technological changes are impacting the way we market globally. To apply global marketing principles to products and services of firms of different sizes. To develop an understanding of Pakistan’s place in the global marketing arena, and how to leverage

local strengths to overcome global challenges. To become the best possible global marketer that one can potentially be!

Teaching Methodology

The class will be conducted through a lecture delivered by the course instructor. Students will be encouraged to take participation and ask questions at the end of the class sessions. Students are also expected to read the topic of the day in advance which is mentioned in the course contents.

Recommended Book Cateora, PR & Graham, JL (2001) International Marketing 15th edition, McGraw Hill

Reference Books:

International Marketing by Daniel W Baack, Eric G, Harris. By SAGE Publications. International Marketing by Rakesh Mohan Joshi International Marketing by Jeffrey Edmund Curry Global Marketing by Warren J keegan.

Assessments %

Assignments 10%

Quizzes 15%

Final Project (Presentation) 20%

Case Study/Class Participation 10%

Mid Term Exam 20%

Final Exam 25%

Week Lecture No. Topic1 1 Introduction to International Marketing

2 Case Study2 3 International Marketing Process

4 Case Study / Assignment No. 13 5 Role of Government in International Marketing

6 International Cultural and Social Environment4 7 Develop and International Marketing Plan

8 Case Study / Quiz No. 15 9 International Marketing Research Process

10 International Marketing Research Process6 11 Modes of Entry into International Market

12 Case Study / Assignment No. 27 13 International Business, Consumer, Target Markets

14 International Market Segmentation8 15 International Marketing Mix

16 Case Study 9 17 Introducing new products in International Market

18 Final Project Discussion10 19 Revision of the course and Discussion for Clear Understanding of

the Course20 Revision of the course and Discussion for Clear Understanding of

the Course

Final Project: The final project will require the student to study an existing company national or international and point out the application of the studied concepts in those companies. After the completion of the documentation each group will demonstrate their final project in front of the class.

Attendance: Minimum 80% attendance at lecture and tutorials/seminars/discussions is required. This is student responsibility to follow up on what they have missed through absence from a teaching session through interaction with fellow students who attended the class.